Books and resources that help you what to say when prospecting or selling.

Look, there are TONS. Just go to Amazon and search.

Thing is, the words are not that important. The PROCESS behind them is. Pro salespeople have a consistent sales process; amateurs 'wing it'.

You won't find any magic words that will make prospects drop their purses and wallets at your feet...despite what the book jacket may tell you.

YOU are the most important component of the sales conversation: how you lead, your ethics, your process.

We, you and I, could say the precise same words and get completely different results. Why? Primarily because one of us is far more comfortable with selling.

Not only that, but there are several styles of selling. Most people grew up on the "WKRP In Cincinnati/Herb Tarlek" pushy style, the used car salesperson style, and that's all they know (a reason why I don't announce "I'm a sales trainer" to the general public!). However, there are other styles and you need to find out which one resonates with you.

It's also important to know what you are trying to sell. I don't mean features and benefits, but the scope and scale. If you're doing direct sales--appliances, cars (which shouldn't be sold this way as they are really a multi-year, large ticket investment...but people buy them like they're getting milk at the local grocery store), clothing, and the like, then Tom Hopkins may work for you.

If on the other hand you're selling corporate CRMs/accounting software, high end electronics (think custom home stereo for luxury homeowners), or big ticket web design, a consultative style will likely suit your situation better. Try using Hopkins in boardroom situation and the executives are likely to tar and feather you before they throw you out onto the street.

I have sales training books, but you won't really find scripts in there. You'll find a process.

My friend Claude Whitacre has very affordable Amazon/Kindle books with proven scripts that are kind of a mix of traditional and consultative styles.

In your shoes, I would get a book from each (Hopkins' How To Master The Art of Selling--the first sales book I ever read, over 20 years ago; any of Whitacre's on prospecting; and Rackham's Spin Selling). Under $30 I bet for the "investment" and it's a tax-deductible expense. See how each matches with your personality and the thing you're selling.

Then pick one and invest further. Practice. It takes at least a year working with a sales process to make it a "quick reaction", a part of you that you don't have to think about. If you're expecting instant results, you'll be disappointed. Selling happens very fast. The first bunch of times it goes by, you probably won't even see it.

The key is starting to understand why you get one order and not another. Then you can begin developing a performance baseline and having some control.

If you want to discuss this further, set up a call with me. You can also visit my blog at

Answered 5 years ago

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